2024
Sector
Beauty
Services
CGI
Creative
ELEMIS | Southbank CGI
Brief
ELEMIS wanted to be established as the No.1 luxury British skincare brand, and to be sat at the forefront of consumers’ minds when shopping for themselves or others. They enlisted One Agency to help promote their best-selling product through a viral engagement campaign anchored in purpose and narrative, whilst also celebrating the opening of their brand new flagship store located on Monmouth Street, Covent Garden.
Process
We centred the campaign around the big idea of ‘ELEMIS arrives in the heart of the city’. Working together, One Agency and sister company, One Events, designed the concept of a giant Pro-Collagen Cleansing Balm emerging up through the concrete, symbolising ELEMIS’ grand entrance to London. We built a large-scale replica of the product, surrounded by starflowers – a key ingredient in the bestseller. The temporary activation sat proudly on Queen’s Walk, and was immortalised through a CGI replication created by our Motion and Design teams.
Queen’s Walk, South Bank was the perfect strategic choice for the CGI and activation location featuring their No.1 bestseller; ELEMIS Pro-Collagen Cleansing Balm. With a high daily footfall, we were guaranteed mass crowds of viewers, a lot of them creating their own UGC to share which increased the chances of the activation becoming a social media sensation.
Branded sampling bikes and personable interactions with ELEMIS ambassadors at the event site aided in creating a memorable and engaging experience, enhancing direct consumer connection and brand visibility. Our design team ensured the sampling bikes were wrapped with the same artwork as the taxis to create fluidity in all assets and recognition across the entire campaign.
Results
Combined, the CGI and event video amassed an astounding 89,799 views across ELEMIS’ social platforms, with 179+ shares, achieving nine times the views of their previous event videos. Approximately 173,700 people passed by the event over the two days it was live, and almost 20,000 samples of the Pro-Collagen Cleansing Balm were handed out – averaging one every 15 seconds.
Supporting our visionary activation turn CGI campaign, 10 branded TX5 electric London taxis were deployed to promote the launch of ELEMIS’ store, effectively increasing brand awareness. Over the campaign course, the taxis covered approximately 33,920 miles, reached 98% of Greater London boroughs, completed 4,480 jobs for taxi drivers and provided an estimated 2,090 hours of passenger engagement with tip seat ads. Scented posters were displayed for two weeks in Leicester Square Station, attracting the attention of 1,900,000 passersby on their daily commutes.
In a world so heavily saturated by CGI, very few have successfully created a teaser CGI that almost undetectably transitions into a real-life event, like we did.
Testimonials
“Every touchpoint was accounted for whether that’s digital, CGI teasers, scented posters, oversized products, or in-store visits. This campaign was a pleasure to bring together and the results speak for themselves. A special thank you to ELEMIS for once again entrusting us with their launch.”
